I realize your year-end giving season is now behind you.
But the strategy behind one church’s results last month is far too valuable to ignore.
This approach did not just help them finish December strong.
It positioned them to start the year ahead with confidence, clarity, and momentum.
An Intentional Giving Ask
Most churches approach year-end giving the same way every year.
A few reminders.
A late-December email.
A general appeal to “finish strong.”
Sometimes it works. At least a little.
Often, it creates immense budgetary pressure.
Rarely does it feel intentional.
In a recent engagement, I worked with a church that raised $115,000 in additional year-end giving in a single week. Not by launching a capital campaign, but by changing what they asked people to give toward and how they invited them into it.
The shift was simple.
But for many churches, it is unfamiliar.
We focused on the coming year’s budget.
That may sound basic. It is not.
Here’s why it worked.
When Growth Starts Outpacing Giving
This church was not in decline or in crisis.
They were growing. A little too much, perhaps.
More people.
More baptisms.
More kids.
More first-time guests.
More ministry happening every week.
Like many healthy (growing) churches, their ministry needs for the coming year were growing faster than their operational giving.
As churches reach new people (especially unchurched or dechurched people), they often reach people who are not yet connected enough to give consistently.
That is a good problem.
It is still a real one.
As it stood, this church was projected to lose $100,000 next year. They could cut some expenses, but these expenses fueled the ministry. The better option is to increase revenue.
One thing was for sure: Funding gaps cannot be ignored.
So, we treated their 2026 budget as a vision opportunity.
A Reframe That Changed the Conversation
Instead of saying, “We’re behind…,” or “If we don’t…,” the message became simple and forward-focused.
“Finishing well helps us start strong.”
Rather than spotlighting a vague year-end need, we made the coming year’s ministry budget the project.
Most year-end giving appeals look backward.
We say, “Because of your giving, we were able to…”
This one looked ahead.
We were not asking people to rescue December or save 2025.
We were inviting them to fuel 2026.
That shift shifted the pressure and increased clarity.
Specifically, What We Did Differently
1. We Connected Giving to the Future, Not the Past
People do not get excited about deficits.
They do get excited about direction.
Every communication reinforced a clear idea.
If we finish December strong, we start January fully funded to fuel more ministry.
If we start January strong, we do not pull back all year.
We do not delay ministry.
We do not reduce momentum.
We are ready for the people God has not sent yet.
This was honest leadership.
It was clear.
It was appropriately vulnerable.
2. We Used Short, Clear Vision Moments
Rather than one heavy appeal, we layered 60–90 second vision moments and occasional longer explanations over several weeks.
Each one carried the same tone.
Pastoral.
Transparent.
Directional.
One sentence anchored the messaging.
“As the pastor, I set the direction, but we set the pace.”
That line reframed generosity as shared ownership rather than obligation.
3. We Created Clear On-Ramps for Different Givers
Instead of one generic ask, every invitation included two simple pathways.
“If you have never given before, year-end is a meaningful place to start. One gift can launch a new rhythm and help the church start strong.”
“If you already give consistently, pray about an additional year-end gift.”
No guilt.
No comparison.
No pressure.
From Announcements to Conversations
Let’s think about this for your church in January.
Different people give for different reasons.
How you talk to a first-time guest should sound different than how you talk to a long-time percentage giver.
Segmentation shifts communication from speaking to your church to speaking with your people.
That shift changes results.
Simple Segmentation That Works
You do not need complicated software or dozens of lists.
Start with a few meaningful groups.
- Parents of preschoolers
- Parents of students
- Empty nesters
- Volunteers by ministry
- First-time or infrequent givers
- Consistent givers
Then ask a better question.
What part of next year’s ministry will resonate most with this group?
Now you can craft specific verbiage for specific groups that resonate.
What This Looks Like in Practice
Parents of preschoolers
Connect generosity to environments their kids love and trust. Talk about safety, space, volunteers, and future families rather than line items.
Empty nesters
Start with legacy. They have raised kids. Now they get to invest in the next generation.
Same budget.
Different story.
Stronger connection.
This becomes your email (text and video) strategy throughout the year!
Why This Worked
This strategy raised an additional $115,000 on one weekend, not because it was clever, but because it was clear.
- Giving was connected to real ministry.
- The budget became a vision tool.
- People understood how their generosity shaped the future.
When people see where their dollars are going, generosity stops feeling abstract.
How to Lead Generosity with More Intention This Year
If you want to lead generosity well in the coming year, start here.
- Stop waiting until December to think about generosity.
- Treat your budget as a discipleship tool, not just a spreadsheet.
- Segment communication throughout the year so people understand how generosity fuels ministry.
- Invite people into the future, not the past.
Intentional leadership reduces pressure and builds trust.
If you want to design an annual giving strategy that fuels your mission without adding stress, the Funding Funnel Leadership Lab walks through this process step by step.
If you want hands-on help building a customized generosity strategy for your church, this is also a strong season to explore a Strategic Leadership Partnership.
Quotes to Share
- “Budgets create pressure when they are hidden. They create purpose when they are explained.”
- “Notifications inform, but intentional plans inspire generosity.”
- “When people see how generosity fuels the future, giving stops feeling abstract.”
Helping You Add More Intention To Your Mission,
Dr. Gavin Adams
